analytics crawl before walk

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CRAWL BEFORE WALK: ANALYTICS BIG PICTURE MANGESH CHAUDHARI

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Page 1: Analytics crawl before walk

CRAWL BEFORE WALK: ANALYTICS BIG PICTURE

MANGESH CHAUDHARI

Page 2: Analytics crawl before walk

111

LAYERS OF ANALYTICS

The Essentials

Advanced Level/Nice To Have

Make Things Talk To Each Other

Predict The Future & Compete

1

2

3

4

Page 3: Analytics crawl before walk

THE LANDSCAPEMarketing Experiences• Mobile Marketing• Display & Native Ads• Video Marketing & Ads• Search & Social Ads• Communities & Reviews• Email Marketing• Influencer Marketing• Social Media Marketing• Sales Enablement

• Events and Webinars• SEO• Customer Experience/VOC• Loyalty/Referral/Gamification• Personalization & Chat• Testing & Optimization• Interactive Content• Content Marketing• Creative & Design

Marketing Operations• Audience & Market Data• Channel/Local Marketing• Asset & Resource Management• Call Analytics• Team & Project Management• Vendor/Data Analysis• Performance & Attribution• Visualization• Web & Mobile Analytics• BI, CI & Data Science

Middleware* Data Management * Tag Management * Identity Management * Cloud Integration * APIs

Backbone Platforms* Platform * CRM * Campaign & Lead Management * Experience Management/Web Content * E-Commerce

Infrastructure* Database & Big Data * Cloud/IaaS/PaaS *Mobile App Dev & Marketing *Web Dev * Rest of the Internet!!

Page 4: Analytics crawl before walk

THE LANDSCAPEMarketing Experiences Marketing Operations

Middleware

Backbone Platforms

Infrastructure

18 10

555

43

Page 5: Analytics crawl before walk

COMMON PITFALLS• Translation of business objectives at each level into metrics• Expecting analytics as one time exercise• Fear of experimenting• “I’m not technical” OR “I need insights to make decision”• Impatience - “We want everything now!”

• Budget restrictions OR desire for free• Select vendor with longest list of functionality• Not developing skills set within the organization

Page 6: Analytics crawl before walk

My Data IS

Than your Data

Bigger!

My Business IS

Faster!Than You Business

Clear CommunicationChannels From Management

Less Organized Businesses Running On Gut Feeling

Page 7: Analytics crawl before walk
Page 8: Analytics crawl before walk

Adapted from: Analyzing the Analyzers: An Introspective Survey of Data Scientists and Their Work by Harlan Harris, Sean Murphy, Marck Vaisman

Coding/Computing

Statistics

DomainKnowledge

Big Data

OperationalMetrics

TraditionalResearch

MachineLearning

Page 9: Analytics crawl before walk

CASE STUDY: NEWS MEDIA

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TRADITIONAL ORGANIZATION STRUCTUREAdvertising Sales

/Business DevelopmentEditorial

Sing

apor

e

Asia

Wor

ld

Politi

cs

Busin

ess

Tech

nolo

gy

Life

styl

e

Opi

nion

Spor

ts …

Auto

s

PrintingPress Distribution Subscribers

Research

Page 11: Analytics crawl before walk

DIGITAL NEWS ORGANIZATION

Technology Team(Development+AdOps)

Social Search Desktop Mobile Video

EditorialSinga

pore

Asia W

orld

Politi

cs

Busin

ess

Tech

nolo

gy

Life

styl

e

Opin

ion

Spor

ts

Ad Sales/Business Development

Page 12: Analytics crawl before walk

MATRIX OF METRICS

Management How much revenue will it make in 6 months?

Ad Sales

Editorial

Technology

Social/Search

Desktop

Mobile

Video

Audiences Captured &Revenue

LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4

Revenue

Visitors and Page Views

Page Views/Traffic Load

Referral Source andShare

Visitors, Visits, Page Views

Downloads, Visits,Page Views

Engagement MetricsBy Content Type

Views and Content Viewed

Engagement MetricsBy Content Type

Referral Source, ShareType, Keywords

Heat maps, AB Tests

Views by ContentBy Content Type

Revenue by Content Type & Platform

Revenue, GrowthNew Audiences

Rate Card, Throttling,Audience Segments

Ability To Look AtRevenue in Real-time

What Are Best PlacesTo Place Put Ads

What Format OfContent By Channel

Effectiveness Of Design& Performance

When and Where ToUse Maximum Traffic

When To Post?What To Post?

How To Drive MaxEngagement?

What Content TypeWorks Best For Each

Channel?

Engaging Phrases & Timing of Content

Continuous DesignImprovement

Sentiment Analysis, Timing and Competition

Required Traffic To MeetRevenue Goals?

Feedback To Ad-OpsFor Throttling?

Recommendation Engine

Page 13: Analytics crawl before walk

Thank You!